Source: Grasim<\/figcaption><\/figure>\nThe fabric has gone through multiple levels of research and development before rendering itself successful for customers. The research and development team said that the science behind it is that the active agent is strongly bonded with the substrate which in turn gains durability to wash and wear. Therefore when the cell membrane of the microbe interacts with the active agent in the fabric, it interrupts the essential functions of the cell which gets ruptured and finally kills the microbe. The effectiveness of the same has been tested and validated by the ISO where its standards and authenticity has been checked and verified. Consumers also do not need to worry about its affects on the skin because it is considered to be skin friendly.<\/p>\n
As brands try hard to please and protect consumers by bringing immense creativity and taking risks, the new normal seems to be bringing in an excitement in the minds of consumers as well. Birla has indeed risen way beyond with its strategic innovation, though it is yet to see how this would pan out to the company.<\/p>\n","protected":false},"excerpt":{"rendered":"
Innovation has become the linchpin for brands adapting to the new normal. A slew of creative strategies are being adopted<\/p>\n","protected":false},"author":7,"featured_media":3292,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"yst_prominent_words":[5460,5453,5455,5457,5458,4037,107,181,185,1525,1260,1722,2980,123,5454,5456,5459,5452,249,2500],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/posts\/3289"}],"collection":[{"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/comments?post=3289"}],"version-history":[{"count":0,"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/posts\/3289\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/media\/3292"}],"wp:attachment":[{"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/media?parent=3289"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/categories?post=3289"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/tags?post=3289"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/indiacityblog.com\/wp-json\/wp\/v2\/yst_prominent_words?post=3289"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}